- Going Digital in a post COVID 19 World - Effective SEO strategy for businesses in the Pandemic

1. Going Digital in a
Post COVID 19
World
Do you even know where to start?

2. 01
How Did the Pandemic Influence Digital Marketing?
 Who was Impacted? Why are they impacted?
 Why were they were caught off guard?
02
Digital Marketing Fitting into the “New Normal” narrative.
 The Definition of New Normal. Is it the same pre COVID?
 Will Normal ever return? The new concept of Social Distancing.
 Digital Marketing in the New Normal. Is it a must for businesses?
03
The Concept of a Digital Footprint – Will SEO Bring Leads?
 Establishing a Digital Footprint.
 Who to target? Where to target? How to target? How does Google Work?
04
Emerging Trends, Technology & The Concept of Follow Me Marketing
 Besides Website, SEO, Social Media
 Easy to change colors, photos and Text.
Going Digital in a Post COVID 19 World

3. How did the
Pandemic
Influence
Digital
Marketing?
Going Digital in a Post COVID 19 World.

4. What is the “New Normal” COVID 19 & Beyond?
1. When will normal return?
End of the Year or next year?
2. What does social distancing mean?
Operating at 50% Capacity.
3. Who is most impacted?
Restaurants, Retail, Airline, Travel, Hotels,
Events & Conferences
4. How will this impact our lives?
Business, Socially, Employment and more...

5. A Post COVID 19 World

6. Why were they impacted?
1. Relied too much on Footfall traffic.
2. No Online Order.
3. No means to deliver to their custome
4. Did not Adapt Fast Enough.
How did the Pandemic
Influence Digital
Marketing?
Who was impacted when
the Pandemic hit?
Food Outlets, Florists,
Neighbourhood Hardware,
Furniture Shops

7. Resistive to Technology
Steep learning curve to learning Video
conferencing and online meetings
Their excuse
There is no need for Website!
How did the Pandemic
Influence Digital
Marketing?
They were caught off-
guard or perhaps too
complacent!
1. No online ordering
systems, no ecommerce.
2. F&B rely too much on the
likes of Grab, Deliveroo
and Food Panda. Who
has customer
information?

8. Going Digital in a
Post COVID 19 World!
All DOOM & GLOOM?
Google my What?
Your business is not searchable. Not on maps.
No listing in Google My Business .
Youtube is for watching movies! Oh really?
Youtube is the second largest search engine in
the world after Google.com
Here is the problem right!!
I do not need a website! Then
what you rely? Flyers?
Social Media is for young kids!
Do u know the right way of Ads
targeting?

9. Digital
Marketing
Fitting in the
New Normal
Going Digital in a Post COVID 19 World.

10. Digital Marketing Fitting into
the New Normal
Omni Channel Marketing – Multi touchpoints
• Online to Offline – Booking of Appointments
(FB Ads to Web)
• Offline to Online: Re-marketing of walk-ins
to onboard them online to continue the
customer experience and journey.
• Workflows, Customer Service
Journey & Follow-ups
• Integrated Social Media with
Customer Service Functions
• Show room Booking Systems,
Queue Systems.
• Temperature Taking, Attendance
Taking
Gives rise to a new opportunity?
Plan, Systemise, Optimise

11. The Concept of a
Digital Footprint
Will SEO
Bring Leads?
Going Digital in a Post COVID 19 World.

12. The Concept of a Digital Footprint
• Use Digital Marketing to Build an Integrated Digital
Footprint for your business! Driving vs breadcrumbs.
• An Internet Footprint = Online Street Sign that points
the search engine spider to your business.
• Digital Marketing is not separate containers. Omni
Channel Marketing is the new buzz word.
• SEO is only one of the components of a Digital
Footprint.
• The others include Social Media Marketing, Content
Marketing, Email Marketing, Press Release, Offline
Marketing, Loyalty Marketing & PDPA.
• It is An Integrated approach: Online to Offline, Online
to Offline - SO How do we Start?

13. The Audience – Which Personna?

14. The Audience – Which Personna?
Craft Better & More
Relevant Messaging &
Laser Targeting to
Right Platform.
Why is this important?
• Know their Preferences,
Know their Demographics,
Know Where they hang out!
• Know the Colours, Know the
Lingo.

15. Target Audience Identification – The Halal Satay Company
Primary Audience Identification – To Anchor Position

16. Target Audience Identification – The Halal Satay Company
Secondary Audience Identification – To Identify & Capture New Markets

17. Will SEO Bring Leads to My Business?
Should I Consider SEO to be part of my marketing strategy?
• Demand Based Vs Interest Based targeting
(a) SEO
(b) Google Ads
(c) FB Ads
• Buying Keyword: Keyword with Strong Commercial Intent
(a) Property Agent Singapore, Property Singapore
(b) New Launch Singapore
(c) Executive Condo near (at) Sengkang East Way
• SEO cannot be compartmentalised. Think Omni Channel Marketing
• SEO Done Blindly! Need Business Objectives, Customer Journey,
Message and Systems for follow up. PDPA

18. Will SEO Bring Leads to My Business?
Which Came First the Google or the Yahoo?
• Search Result Relevancy: A query typed in Google
provided more relevancy than did Excite, Yahoo and other
search engines.
• Redirected to other website, Yahoo kept to Yahoo platform.
• A focus on User Experience:
Google provided relevant information in relation to their
search queries.
• Indication of Relevancy: Sergei Brin and Larry Page
thought links and clicks as a sort of recommendation,
an indication of relevancy and value. No other search
engine was doing this at that point in time.

19. Will SEO Bring Leads to My Business?

20. Will SEO Bring Leads to My Business?
The Google Algorithms at a Glance

21. 21
Will SEO Bring Leads to My Business?

22. Will SEO Bring Leads to My Business?
The Keyword Research Process
KEYWORDS - NOT ALL KEYWORDS ARE MADE EQUAL
• Which Keyword will your buyer search for?
Property Vs Apartment in Manhattan Vs 3 Room Apartment in
Manhattan
• Which is a “Buying” Keyword – Keyword with commercial search intent?
• Do not over-optimise keywords; main reason should be readable and
relevant to website visitor.
THE DEPARTMENT STORE ANALOGY
• Keywords & Topical & Contextual Relevancy to your market.
• Is Your site well organised? Does Google know the location
& service area of your Business?

23. 23
Will SEO Bring Leads to My Business?

24. Will SEO Bring Leads to My Business?

25. Will SEO Bring Leads to My Business?
On Page SEO – Optimisation of a page in your Website
Main Title: The main title of the article should contain the article keyword
that we wish to rank for. The keyword is usually located closer towards the
left or starting the title.
Sub Titles: For an article minimum is to have at least 2 or 3 subtitles. Each
subtitle will have to contain the keyword in it.
Images: rename images to include keyword as part of image name.
First Paragraph: The first paragraph of the article must contain the
keyword preferable as starting with the keyword or placing the keyword at
the left most possible position, nearer to the starting sentence of the
paragraph.
Content Block: As a tough guide if your content is 3 paragraphs, then
the keyword should at least appear 2 times in that content block. Each
content block must build upon the previous one to tell a story. An article
can contain as many content block as possible so that the total words
meets the article requirement of at least 500 to 800 words per article.
Last Paragraph: In the last paragraph, the last sentence has to have the
keyword towards the end of the sentence when possible or closest to it.

26. Will SEO Bring Leads to My Business?
OFF PAGE SEO: BACKLINKS – LINK BUILDING
• LINK POPULARITY – How Many Links?
• SPEED OF LINK BUILDING – How fast was the links built?
• LINK REPUTATION – How credible are your Links?
• LINK DIVERSITY – Links from Different Sources, eg Social Media,
News Sites, Directory Sites, Blogs, Industry Related Sites

27. Will SEO Bring Leads to My Business?
How Does This Translate to A
Search Result?
A DEMO!

28. Putting it altogether!
Google Analytics
Google Spider
Domain & Hosting
External Backlinks
External Backlinks (Social Media )
also known as Social Signals
Google XML Sitemap
“Hey Google, wave
wave, my site has
got new content!!”
Informs Google when
site is updated.
www.web.com
A good website should contain the following.
1. Tracking & Analytics Code:
a) Google Adword Pixel, Facebook Pixel &
LinkedIn Insight Tag
b) Hotjar
c) Google Analytics
2. Website Platform based on purpose:
a) Normal Website: Wordpress (no Wix)
b) E-Commerce: Shopify / Woo Commerce
3. The Look: Theme or Skins
4. Functions Needed:
a) Wordpress: Plugins
b) Shopify: Apps
5. Website Structure & Content
a) Keyword in Domain
b) Design of menu structure
c) Post topic, category and tags
d) Internal linking of posts.
Website
Ads 1. Google Ads
a) Search Ads
b) Youtube Ads
c) GDN Ads – Adsense
sites
2. FB Ads
3. LinkedIn Ads

29. Immediate Tips
on improving
SEO for your
Business!
Going Digital in a Post COVID 19 World.

30. Immediate Tips on Improving SEO for your Business
DOMAIN & HOSTING
• Hosting in same Country that your main business area is from (Loading
Speed & Location).
• Keyword in Domain Name.
• Buy an SSL secured domain for your site.
WEBSITE PERFORMANCE
• Beautiful Images ( too little text | too large file size)
• Pay attention to Mobile Optimisation of your website (Responsive Design).
• Take note of Website Load Speed. (big images, un-necessary scripts and
too many plugins)

31. Immediate Tips on Improving SEO for your Business
CONTENT OPTIMISATION
• Always write with readers in mind and then the search engines.
• Ensure that you write in Topical Relevance and Contextual Relevance.
• Optimise the image file names with keywords.
LOCAL SEO (LOCATION OPTIMISATION)
• List your business in Google My Business. So that this maps your business
mentioned in your website to a location.
• List in General Directories & Trade Specific Directories using the same format for
Business Name, Address and Phone (NAP).

32. Immediate Tips on Improving SEO for your Business
VIDEO OPTIMISATION – YOUTUBE OPTIMISATION
• Are you leaving money on the table by not being in Youtube?
• Youtube is the 2nd Largest Search Engine after Google.com
• Have a presence in Youtube and optimise it for search.
SOCIAL MEDIA, IMAGES & GO LIVE TECHNOLOGY
• Study where your competitors have their presence in!
• Have a presence in Social Media.
• Have branded images in Google Photos.

33. Emerging Trends,
Technology &
Concept of Follow
Me Marketing
Going Digital in a Post COVID 19 World.

34. 34
Will SEO Bring Leads to My Business?
Immediate Tips on Improving SEO for your business!

35. 35
Will SEO Bring Leads to My Business?
Immediate Tips on Improving SEO for your business!

36. THANK YOU
Going Digital in a Post COVID 19 World